charlotte de witte, the new face of g-star: a natural match

A pairing that seems obvious. In practice, it says something more interesting: what techno and denim have in common.

In both cases, everything starts with a raw material.

For G-STAR, it is raw denim, “its signature and its starting point”, from which the brand, founded in 1989, has spent more than thirty years building architectural silhouettes and experimental choices. For Charlotte de Witte, it is her passion and her talent, which took her from the Belgian scene to headline slots at Tomorrowland, Coachella, Movement Detroit and Ultra Miami. Same method, same rigour: start from the essentials, push them further, never smooth things over.

Denim is a bit like the techno of the wardrobe

What also stands out is how simply the DJ talks about it. No ready-made speech: “I’ve always lived in denim. It’s functional, easy to wear and it has character, so it suits me very naturally.” Above all, she sees a real connection between the two worlds, through music, fashion and an international audience attached to individuality. The partnership, she says, felt “like a given”.

On the brand side, Gwenda van Vliet, Chief Brand Officer, speaks of a genuine source of inspiration rather than a mere ambassador. She praises Charlotte de Witte’s discipline, independence and strength of creative conviction, and sees in her a feminine, powerful and singular perspective for the world of denim.

This ambassador role comes at a pivotal moment for G-STAR’s womenswear collection. True to the brand’s industrial DNA, it is reinventing itself through a more fluid and more contemporary expression, without losing the raw strength that defines its signature. An evolution that mirrors Charlotte de Witte’s own: voted No. 1 DJ six years in a row, founder of KNTXT, author of a self-titled debut album in 2025, she has broadened her world without ever softening her message.

The partnership kicks off with Own the Arc, a global campaign launched at the start of the month that celebrates the return of the Arc jean. With its curved lines, twisted seams and three-dimensional construction, this model sums up G-STAR’s approach on its own. To stage it, the brand chose Paris and the Arc de Triomphe: the curves of the monument echo those of the jean, and Charlotte de Witte’s rise becomes the thread of the story.

Music, fashion and architecture come together in the same image, around one simple idea: don’t follow the codes, forge your own path.

The campaign also extends beyond the screen. Until 8 November, G-STAR occupies the first floor of Galeries Lafayette Homme, on boulevard Haussmann, with a pop-up dedicated to the Arc jean and to the new chapter of its womenswear line. After Pharrell Williams, Marc Newson and Snoop Dogg, the brand opens, with a figure of international techno, a chapter that is only just beginning.

G-STAR, Own the Arc pop-up
Galeries Lafayette Homme, 1st floor, boulevard Haussmann
Until 8 November